There’s one big difference in talking to Finns about Australia, as compared to talking to Aussies about Finland: Finns tend to start by mentioning how incredibly far Australia is from Finland and how long it takes to get there. Australians, used to living pretty far just about from everywhere, usually start by talking about what in Finland interests or intrigues them. Needless to say which approach I personally prefer.

Time and again, those who make the journey down under are impressed by what they experience here: a modern, affluent market with very little standing in the way of doing business. Aussies are known for their laid-back attitude but when it comes to doing business, they usually know what they want, and they are ready to roll up the sleeves at the first meeting.

The size of Australia’s population (28 million) belies the country’s economic might. Australia is among the 15 largest national economies in the world and ranks within the top 10 richest economies in per capita terms. The superannuation system is already the world's 3rd largest pension market.

Importantly, Finland and Australia are highly complementary economies. Australia is undergoing generational challenges in increasing domestic manufacturing and processing – especially of minerals and critical raw materials –, developing defence capabilities, finding solutions to a nationwide housing shortage and transition to renewable electricity supply. Finland has a competitive offering on all of these. In coming years and decades, Australia is investing heavily in defence, critical minerals, quantum computing and modular housing. Team Finland Australia has focused on business delegations in all these areas to make sure we don’t miss out on a highly competitive and rapidly growing market.

It is important to note that Australia is interested in co-developing, co-innovating and co-producing. Finnish companies that can identify concrete opportunities for collaboration that respond to Australia’s critical needs will find a warmly welcoming market. In particular, the current government’s Future Made in Australia initiative and the Integrated Investment Program on Defence procurement are a worthwhile read. The energy transition leaning into the Australian Safeguard Mechanism mean opportunities for solutions reducing emission from transport and built environment as well as balancing grids and providing flexibility. Decarbonisation and digitisation opportunities span across the entire sustainable and critical minerals value chain.

From the Finnish government side, there is a strong momentum to strengthen our relationship with Australia. The increasingly volatile geopolitical landscape means that we need to invest in countries that share the same fundamental values. From trade policy to climate policy, we find Australia always on the same side with us – and that dynamic is supported by a steadily growing bilateral trade. Australia is already one of Finland’s biggest trade partners outside of Europe, still with plenty of room for our businesses to expand and explore further.

Source: Trade in goods / Finnish Customs, trade in services / Statistics Finland
*Trade in services 2025 estimated

For a long time, European companies have suffered from less favourable terms than most of Australia’s trading partners. We can now be hopeful that the long-anticipated Free Trade Agreement between the EU and Australia will soon become reality. This would undoubtedly lift the game for many Finnish companies eyeing the Australian market. Importantly, it would also send a strong signal of two export-oriented nations believing firmly in rules-based trade. In addition, the collaboration between the EU and Australian in critical raw materials and the funding available for strategic projects are good to note.

One thing worth mentioning is that Australia is an excellent bridge to New Zealand. While it is a smaller economy, New Zealand offers a similarly easy and predictable business environment, and the Finnish offering sits well with what New Zealand needs. The EU-New Zealand Free Trade Agreement from 2024 has already meant a significant increase in bilateral trade, also for Finland.

Country image is a factor that is difficult to overemphasize. Finland enjoys a very strong and consistently positive image in Australia and in New Zealand – from our historical strength to our competitive technological edge, from our people to our nature. Finns, Aussies and Kiwis can trust each other. While there is a keen interest in the region to look at Finland’s national model of comprehensive security or resilience, there is much that we should also learn this side of the world, too.

In short: the timing could not be better to take a closer look at what Australia and New Zealand have to offer. With an EU-Australia FTA hopefully about to become a reality, and with Finnair launching flights from Helsinki to Melbourne later this year, I would like to add just one word to the headline of this article:

Why should you not go all the way to Australia (and New Zealand)?

Arto Haapea

Ambassador of Finland to Australia, New Zealand, Fiji, Samoa and Solomon Islands

Why should you go all the way to Australia?